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A booth is the most expensive customer acquisition most brands ever buy, and the cost that surprises people is not the booth. Selling at a show can create a tax obligation in that state for the entire year, from three days of trading.
Physical presence at a trade show is physical presence. In many US states, attending — and certainly selling — creates nexus, sometimes for the whole year, from a single event. Sellers discover this when an assessment arrives for a state they visited once.
Not orders written at the booth. The follow-up. A show produces a list of buyers who saw the line and did not commit, and the money is made in the two weeks afterwards while they still remember it.
Buyers walk a show comparing. Missing case packs, undecided ship dates and a linesheet you promise to email are the reasons a good line loses to an average one that answered every question at the booth.
A conversation nobody wrote down is a conversation that did not happen. Which buyer, which store, what they asked for and what you promised — logged the same day, because by the third day of a show nobody remembers the first.